Director, ARTD Modern Trade & Strategy

Position Overview

At The Coca-Cola Company, we are building a center of excellence to lead the transformation of our Alcohol Ready-to-Drink (ARTD) business across Latin America. This role is pivotal in shaping the future of our alcohol portfolio by driving strategic growth, commercial execution, and digital innovation in Modern Trade channels. The Director will work cross-functionally and collaboratively with bottlers, customers, and internal teams to unlock new value and deliver sustainable business impact.

We are seeking a visionary leader with a proven track record in strategy, digital commerce, and commercial execution—someone who can translate insights into action and drive performance across diverse markets.

What You’ll Do for Us

• Strategic Leadership & Commercial Planning

  • Lead the development of regional strategy for Alcohol RTD in Modern Trade, aligning with global priorities and local market dynamics.

  • Build investment plans against strategic imperatives, including financial modeling, ROI analysis, and breakeven assessments.

  • Drive alignment with bottling partners on execution plans, KPIs, and investment sharing arrangements.

• Insights & Analytics

  • Develop forward-thinking insights on customer, channel, and category performance using market data, consumer segmentation, and economic trends.

  • Manipulate large datasets to distill actionable insights and present findings to senior leadership.

  • Partner with Platform Services to automate reporting and build scalable dashboards for performance management.

• Digital Strategy & eCommerce Activation

  • Integrate digital strategy into customer and bottler relationships, leveraging eCommerce and omnichannel opportunities.

  • Collaborate with cross-functional teams to develop digital roadmaps and ensure digital is embedded in enterprise decision-making.

• Customer & Channel Development

  • Build deep understanding of customer business models and channel dynamics to identify growth opportunities and deliver differentiated value.

  • Lead the development of shopper and customer insights to inform channel planning and execution.

  • Activate in-market initiatives to test and scale segmentation solutions that drive incremental growth.

• Innovation & Portfolio Expansion

  • Drive the launch of region-specific Alcohol RTD innovations, including new products, packaging formats, and off-take programs.

  • Ensure successful execution of national innovation projects in collaboration with marketing, RGM, and bottler teams.

Qualifications & Experience

• Proven experience in commercial strategy, digital commerce, and Modern Trade execution, ideally within the beverage or FMCG industry.

• Strong analytical skills with the ability to translate data into strategic insights and business actions.

• Experience working across Latin American markets with a deep understanding of regional consumer and retail dynamics.

• Demonstrated success in leading cross-functional teams and managing complex stakeholder relationships.

• Fluent in English and Spanish or Portuguese preferred.

Impact of the Role

This role will be instrumental in shaping the future of Coca-Cola’s Alcohol RTD business in LATAM, driving category growth, enhancing customer partnerships, and delivering commercial excellence. It represents a unique opportunity to lead in a fast-evolving space and make a lasting impact on one of the world’s most iconic companies.

Qualification & Requirements 

• Bachelor’s degree in Marketing, Business Administration, Finance, or related field required 

• 5+ years of experience in marketing, product marketing, analytics, and business intelligence.

• Experience in a cross-functional or highly matrixed organization 

• Experience having owned/shaped/led growth and marketing strategy for global product line. 

• Deep marketing expertise in market & customer insights, segmentation, product commercialization and branding 

• Ability to motivate and work well with diverse, global, and cross functional teams.  

• Candidate must have a proven track record of delivering results through leadership and growth behaviors and strategy building experience.

  What We Can Do For You 

• Iconic Brand: Work on the most recognized brand in the world and be part of developing the brands next chapter. 

• Exposure to World Class Leaders: Availability to global marketing leaders that will expand your network and exposure you to emerging digital platforms and marketing insights.  

• Creative Team Culture: Be inspired by the best brand leaders and agencies in the world, which creates a creative culture that supports taking risks and innovation. 

Leadership; Social Media; Sales Channel Development; Conversion Rate; Key Performance Indicators (KPI); Structured Query Language (SQL); Marketing Campaigns; Digital Advertising; Branding; Media Buying; Demand Generation; Channels Strategy; Product Commercialization; Marketing Strategies; Tableau (Software); Customer Insights; Alteryx; Market Segmentation; Microsoft Office; Google Analytics; Strategy Development; Microsoft Power Business Intelligence (BI); Marketing Insights